The Cabildo, through Turismo de Tenerifepromotes in countries around the world the Santa Cruz Carnival, in addition to other attractions of the island. He transmitted this idea to a delegation of 28 communication managers from the Turespaña Offices Abroad (OET). This is how the insular president, Pedro Martín, has advanced, who highlights that “they are joined by another 28 press teams from such important media as Discovery Chanel, Chicago Tribune, Forbes, Fortune, Cosmopolitan or Lonely Planet.” Martín assures that “nothing competes with the Carnival of Santa Cruz and I believe that to be able to tell it, it is not enough to see it through a screen, you have to live it. We are facing a magnificent opportunity to continue promoting this festival of international tourist interest throughout the world, but also to publicize and open the Island to new markets”. The insular director of Tourism of the Cabildo de Tenerife, Laura Castro, explains that the objective “is to reinforce our communication strategy and influence the multiple possibilities that Tenerife offers at a gastronomic, cultural, natural or leisure level, to modify the perception that still exists of Tenerife as a sun and beach destination”. In this sense, Castro details that “a complete program of activities has been prepared, which includes attendance at some of the most emblematic events of the Carnival, such as the announcing procession or the parade Rhythm and Harmonyas well as places of interest in the destination, in order to inspire new profiles that had never before considered traveling to the island”.
Internationalization strategy
The CEO of Turismo de Tenerife, David Pérez, assures that “we continue to work intensively on the destination internationalization and repositioning strategy marked by Pedro Martín”. He considers that the fact that the press officers of the Offices can live the Carnival, enjoy unique experiences and get to know one of the most diverse national destinations, will precisely allow them to transfer their feelings to the media. communication and professionals from the tourism sector in the different markets in which Turespaña operates around the world.The press officers of the Turespaña Offices Abroad (OET) that will be part of this presstrip will come from Berlin, Brussels, Buenos Aires, Canton , Copenhagen, Dublin, Stockholm, Frankfurt, Helsinki, The Hague, London, Los Angeles, Mexico, Miami, Milan, Munich, Mumbai, New York, Oslo, Paris, Rome, Sao Paulo, Singapore, Toronto, Warsaw, Vienna, Zurich and Turespaña (Spain).To them are added the 28 media representatives from the US, Belgium, Germany, the Netherlands, Italy, Portugal, the Czech Republic and Norway, such as Chicago Tribune, USA Today, Forbes, Fortuna, C osmopolitan, Lonely Planet, Cool Hunting, Frankfurter Neue Presse, Travander.nl or Grande.be, among others.
Natural resources
On the other hand, a team from the Czech public television will meet and film, for their program Observations from other placesnatural, thematic and patrimonial resources of the island, such as the Parque Nacional del Teidethe historic center of La Laguna and Santa Cruz, Calle de la Noria or the house of Carnival. In the same way, they will take images of the Rhythm and Harmony Contest, in order to be able to show the essence of Carnival to an audience that exceeds 350,000 spectators. In addition, another delegation of nine people from the successful program Expedition Unknown, which is broadcast by the Discovery Channel for the United States with an average audience per episode of one million viewers, will travel to the Island to learn about the history of the illustrious privateer Amaro Pargo. An opportunity that they will also take advantage of to experience Carnival from within. Turespaña, a public entity dependent on the Secretary of State for Tourism, is one of the most important tourism institutions in the world. And this action complements, in the respective countries where the press officers work, the actions aimed at the final consumer that are already carried out in the different markets. It should also be noted that this state body chose the island of Tenerife for the celebration next November of the General Assembly of the European Travel Commission (ETC), which will have the support and collaboration of Turismo de Tenerife.
